Week-to-Week, "Today" Grew in Total Viewers and A25-54 While GMA and CBS Declined in A25-54

"Today" Increased Its Week-to-Week Advantage Over GMA in Total Viewers, W18-49 and W/A 25-54
NEW YORK – March 26, 2009 – NBC News' "Today" continues as the dominant morning news program topping the competition in all categories. For the week ending March 15, "Today" was No. 1 with 5.5 million total viewers – a 1.1 million (25 percent) lead over GMA, and a 2.6 million (93 percent) lead over "The Early Show." This week's win marks "Today's" 693rd consecutive week in first place.

"Today" increased its total viewer audience over the prior week and also had gains among A25-54. Both GMA and Early Show declined among A25-54 versus last week. Week-to-week, "Today's" lead over GMA grew in total viewers, W18-49, and W/A25-54. "Today" also increased its advantages over Early Show in homes, total viewers, W18-49, and W/M/A25-54 over the prior week. Season-to-date, "Today's" advantages over GMA have increased in homes, total viewers, W/M/A18-49 and W/A25-54 versus the same period last season.

For the week, "Today" led with a 4.1 household rating/15 share and 5.5 million viewers. "GMA" trailed by large margins with a 3.3/12 and 4.4 million viewers. CBS' "The Early Show" remained far behind in third place, with a 2.1/8 and 2.8 million viewers.

"Today II" posted a 2.7/10 in homes and 3.6 million viewers "Today II" outperformed CBS Early Show in homes and total viewers and key demos. "Today II" also beat the "The View" in M25-54 (+33%). Week-to-week, "Today II" increased +4% (+124,000) in total viewers and +14% in M25-54. "Today II" posted gains versus STD levels in homes (+4%), total viewers (+3% or +98,000) and M25-54 (+14%), while growing +3% (+45,000) in A25-54 (000).

For the week, "Today III" delivered a 1.4/5 in homes and more than 1.8 million viewers. Season-to-date, "Today III" has improved by +2,000 viewers in A18-49 (000) and +5,000 viewers in A25-54 (000).

On its digital platforms, "Today" continued its strong performance during the week with more than 5.8 million online streams. TODAYshow.com's stories, blog, message boards and live votes were also popular with users.